EEAA Conference in Melbourne embraces new clinics to deep dive on specialist topics
Held over two days, the conference covered the trends, challenges and opportunities that are having the greatest influence on the sector.
“This year, we tried something new, pairing information on the macro trends in the economy, politics and business environment, both nationally and globally, with a new second day of specialist workshop-style ‘clinics’ to drill down into specific topic areas that presented the greatest concern or opportunity to our members and sector,” said EEAA chief executive, Joyce DiMascio
“This has proven to be a winning combination, allowing our conference delegates to better understand and act on the key factors shaping their businesses and individual career development.”
This year’s conference covered everything from crisis management and security to best practice marketing and sales strategy. Global strategist Denzil Rankine delivered two sessions to help delegates futureproof their businesses.
“We all remember the Blackberry – it was new, it was exciting, it was a feat of technology. Why is it dead now? Because the user experience wasn’t there,” he said. “The trade event industry is like the Blackberry – we have booths, we have stands, it’s a good model and it makes money… watch out trade event industry because there are alternatives out there, like the iPhone, offering higher standards of customer engagement and experiences.
“We need to have marketing at the centre of our organisations. We need to take on ‘consumer focused’ thinking and innovate – learn from ‘festivalisation’, learn from consumer engagement, understand where you and your shows sit within the global industry and pinpoint what is important to your consumer.”